Once you have received ad tags from an advertiser, you can insert specific key-value pairs into the ad tags to implement customized settings for rich media ads. A key-value pair is an attribute with a value, inserted in a Google Marketing Platform ad tag, that transfers information (for example, user-entered keywords, ad slot size, and position) to the Google Marketing Platform ad server.
You can use key-value pairs to customize the following settings:
- The positioning, duration, window mode, and display settings of rich media ads
- The URL for an image used to track impressions for interstitial ads
See Override creative settings for rich media ads for more details.